Scribd
Upload
82 views5 pages

C1 Mobinik Case

Mobonik is analyzing ways to improve sales of its new phone launches. It recently launched the Mobi K5 priced at Rs. 23,320 and the L2 priced at Rs. 11,780. A new planogram in May-June led to better visibility of the new phones. Sales data shows the L2 saw tremendous growth both in the planogram month and subsequent months, while sales of the older L1 fell by over 82%. In contrast, the K5 saw over 500% growth in the planogram month but sales then started falling in later months, indicating it may not be as successful a launch as the L2. Mobonik should focus on diversifying its dealer network to include

Uploaded by

KANIKA GORAYA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
82 views5 pages

C1 Mobinik Case

Mobonik is analyzing ways to improve sales of its new phone launches. It recently launched the Mobi K5 priced at Rs. 23,320 and the L2 priced at Rs. 11,780. A new planogram in May-June led to better visibility of the new phones. Sales data shows the L2 saw tremendous growth both in the planogram month and subsequent months, while sales of the older L1 fell by over 82%. In contrast, the K5 saw over 500% growth in the planogram month but sales then started falling in later months, indicating it may not be as successful a launch as the L2. Mobonik should focus on diversifying its dealer network to include

Uploaded by

KANIKA GORAYA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 5

A Case study on Mobonik

Presented By:
Mohit garg
PGP08228
INTRODUCTION
• Mr. RS Joshi, Zonal head of Mobonik India working on different ways to
improve company’s sales
• The company launched premium phone Mobi K5 at Rs 23,320 and L2
priced at Rs 11,780
• Company has different types of dealer category
• Came up with new planogram for May-June period for better visibility of
new launches
• MDP- To increase sales of new launches
• MRP- Display strategy, dealer composition
Important questions
■ Continuation of new launches

• Sales of L1 fell by >82% in June and numbers are


tremendous for L2
• Not just in the new planogram month, L2’s sale
grew in subsequent months while L1 continue to
degrade
• Hence, L2 seems to be better upgrade and should
continue

• In June, sales of K4 reduce just by 12% and later


grew by >60%. It however fell later but not
drastically
• While, K5 grew by >500%. It may be because o
new planogram because its numbers are falling in
subsequent months
• Hence, K5 might not be that successful launch
Questions Contd.
■ Dealer composition
 Since Chinese competitors are about to come, they will have upper hand in 1 star club
due to price factor
 The company need to diverse them in upper star club
 3 star
 2 Star
 1 Star
 Volume contribution of 3 and 2 star clubs is not so ordinary against 1 star.
 Hence, company could tie up with more dealers in these clubs
Thank You

You might also like